The co-creation of services

Co-creating services has inspired great enthusiasm among both researchers and practitioners, making it a widely applied concept and an ideal cited by many. However, amid all the hype about co-creating services, there also is increasing recognition that not every co-creation effort leads to a successful outcome. People intuitively perceive the value of collaborating during the design, development, delivery, and consumption of services, yet understanding of how co-creation truly works remains limited. This dissertation clarifies, empirically validates, and advances understanding of the benefits and process of co-creating services. Its interdisciplinary, multi-method approach explicitly integrates the interrelated disciplines of service management/marketing, service design, and service innovation.